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18 Cards in this Set
- Front
- Back
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Marketing Information Systems
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people, equipment, and procedures to gather, sort , analyze, evaluate, and distribute needed, timely, and accurateinfo to marketing decison makers
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internal databases
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COLLECTIONS OF INFO OBTAINED FROM DATA SOURCES WITHIN THE COMPANY
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marketing intelligence
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systematic collection and analysis of publicly available information about competitors and developments in the marketing environment
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marketing research
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systematic design, collection, analysis, and reporting of data relevant to specific marketing situation facing an organization
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secondary data
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info that already exists
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primary data
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info collected for the specific purpose at hand
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Customer relationship Management
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overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction
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casual research
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marketing research to test hyptheses about cause-and-effect relationships
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descriptive research
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marketing research to better describe marketing problems, situations, or markets such as the market potential for a product
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exploratory research
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marketing research to gather preliminary information that will help define problems and suggest hypotheses
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experimental research
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gathering of primary data by slecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses
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focus group interviewing
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personal interviewing that involves inviting 6 to 10 people to gather for a few hours with a trained interviewer to tak about the product. the interviewer "focuses" the group discussion on important issues
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observational research
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the gathering of primary data by observing relevant people, actions, and situations
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online database
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computerized collections of information available from online commercial sources or via the internet
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Online (Internet) marketing research
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collecting primary data through Internet surveys and online focus groups
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sample
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a segment of the population selected for marketing research to represent the population as a whole
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single-source data systems
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electronic monitoring systems that link consumers' exposure to television advertising and promotion with what they buy in stores
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survey research
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gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior
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